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Direct Selling in Spain

Mar 2015|Pages: 40

Price: US$990

About this Report

Executive Summary

TRENDS

Direct selling continued to record very positive value growth during 2014 in a continuation of trends recorded in the category over the entire review period as the category bucked the generally negative trends registered in the Spanish retailing industry during the economic recession. Positive growth continued in the category during 2014 as direct selling increased in current value by 3% due to the persistently high unemployment rates in the country, which led increasing numbers of Spanish people to seek alternative revenue streams to their primary profession or to supplement their meagre incomes. Even though the employment rate in Spain has apparently improved since the end of 2013, the reality for the majority of Spaniards is that they will continue to struggle to find full-time work for the foreseeable future. The 3% current value growth recorded in direct selling during 2014 was commensurate with the 3% current value CAGR recorded in the channel over the entire review period.

COMPETITIVE LANDSCAPE

Direct selling remained a retail channel dominated by international players at end of the review period, with multinational companies accounting for 52% of overall value sales in direct selling in 2014. As a general rule, these international companies recorded higher growth than their domestic rivals during 2014.

PROSPECTS

Direct selling in Spain is expected to increase in value at a CAGR of 1% at constant 2014 prices over the forecast period, a rate of growth which is set to be commensurate with the 1% value CAGR recorded at constant 2014 prices in the category over the entire review period. Although the performance of direct selling during the forecast period is expected to be commensurate with the performance recorded in the channel over the review period, positive growth is set to remain in effect due to the efforts of the country’s networks of direct selling agents and all of the developments the undertaken by companies to compete against the threat posed by internet retailing in terms of innovation, product development, new launches and providing training for their sales agents.